First, solution sales is not, in fact, dead. It is still necessary, but no longer sufficient on its own. While fundamental changes to core concepts are needed, sellers and companies that dismiss solution sales outright place their sales success in grave danger. Second, winners don’t just sell differently, they sell radically differently than the sellers who come in second place. And the winners sell differently in both surprising and fascinating ways. Third, demographic research results have revealed opposite results. Thus, in many ways, outlined a 3C model, that sellers and organizations can follow to sell like the winners.